055 GGP 0113

GGP JAN 2013

COLOURCASESTUDY An area for growth From Dunkelgrun to Racing Green – Sarah Hitchings, product manager, REHAU, looks at the continuing rise of coloured profiles. from one of our Authorised also just announced that Clotted Cream has been The REHAU TOTAL70R window in Partners; feedback from our added to the list of stock items, since that is Smooth Anthracite Grey attracted a customers suggests that many currently one of the fastest growing finishes, great deal of interest at the launch of the new system late last year. of them are doing just that. particularly in the Irish market where it is It was the launch of the popular in the traditional replacement market. online colour selector to It was no surprise to us that, at the BIG Reveal consumers which prompted us events held at the end of 2012 to launch our to review the references we give REHAU TOTAL70 system, some of the most to all our foiled finishes which positive feedback from customers came in were previously all in German. response to the demonstration windows in both Taking our lead from a certain Irish Oak and Smooth Anthracite Grey. We quite well know paint manufacturer, deliberately focused on a new REHAU TOTAL70S we have renamed them all with window in Irish Oak and a new REHAU more descriptive and certainly TOTAL70R window in Smooth Anthracite Grey, more appealing names for so that customers could immediately see the consumers. Racing green, enormous sales potential which could be created obviously means more to a UK in both the retail and commercial sectors by buyer than Dunkelgrun and combining the new profiles with the most Pearl Grey certainly sounds popular foiled finishes. more attractive and more All of the indications so far are that sales of memorable than Achatgrau. foiled profiles will continue to increase in 2013. While we are currently seeing We have just produced a new retail brochure for increases in sales of virtually all coloured foils and this time we have added a our colours, definite trends QR code which takes buyers directly to our continue to emerge both online colour selector at: regionally and by market sector. www.rehauhome.com/colourselector.aspx Smooth Anthracite Grey, for We expect this to go on delivering direct example which is used enquiries for our customers from consumers and extensively in the trade and at the same time, we will continue to promote the commercial sectors, is twice as benefits of foiled finishes to trade and commercial popular with customers from customers via our dedicated sales teams. Wcolour selector tool on our new foiled finishes with customers from www.rehau.co.ukFor more information, visit the website:our Manchester sales office as itis from our other ones. Similarly, Irish Oak andSimply White which are both hugely popular inthe retail market, are the best sellinge have seen sales of foiled profilesincrease by 9% in just four monthssince we launched a new interactive consumer website at www.rehauhome.com. our Slough office and in Scotland, This is very much in line with the boom the biggest growth this year has been in popularity of foiled profiles which has in Black Brown on White. taken place over the past couple of years and In the commercial sector, we shows just how readily consumers have supplied more grey profile in 2012 embraced the opportunity to personalise their than ever before and while we homes with windows and doors which are no do not offer 50 shades, we do longer just white. provide more than five from Our new colour selector tool, for example, Elephant to Anthracite; and allows visitors to select from three types of certainly grey continues to dominate property – red brick, stone or rendered and then among developers who want a view a visualisation of that property fitted with thermally efficient PVC-U window windows in any one of our woodgrain or which can compete aesthetically coloured foiled finishes. with aluminium. We have analysed how visitors interact with Obviously, we analyse trends the new website and interestingly, they now constantly to ensure that we keep all spend an average of two minutes on this page – of the most popular finishes in stock. more than on any other page on the site as they We currently hold core and ancillary play around with the different colour effects. profiles in Black Brown on white, Once they have chosen their preferred colours, Irish Oak on acorn, Simply White on they can print off a PDF of their image, or take white and Anthracite Grey on white The TOTAL70S window in Irish Oak. note of the reference to use when getting a quote in our Widnes warehouse. We have Glass & Glazing Products January 2013 55


GGP JAN 2013
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